Management orientation and export performance: the case of Norwegian ICT companies

Management orientation and export performance: the case of Norwegian ICT companies Purpose – The purpose of this paper is to contrast three management orientations relevant for exporters: export, technology and customer orientations. The general hypothesis is that all orientations covariate positively with export performance. However, an alternative hypothesis regarding customer relations is propounded (negative impact on performance). Design/methodology/approach – Regression‐based techniques are used. Findings – The results support the hypotheses that export performance increases with export commitment. Technology orientation correlates positively with export performance. On the other hand, the much venerated customer orientation shows negative correlation with export performance. Originality/value – This paper argues that customer orientation may turn into what might be called customer obsession, without due attention to cost consequences and strategic orientation. Also, too much customer orientation may lead the firm away from its ability to innovate, leaving the company behind its competitors in the longer term. The interaction between customer and technology orientation gave no effect. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Baltic Journal of Management Emerald Publishing

Management orientation and export performance: the case of Norwegian ICT companies

Baltic Journal of Management, Volume 5 (1): 23 – Jan 12, 2010

Loading next page...
 
/lp/emerald-publishing/management-orientation-and-export-performance-the-case-of-norwegian-HyJ3BFx0n0
Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-5265
DOI
10.1108/17465261011016540
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to contrast three management orientations relevant for exporters: export, technology and customer orientations. The general hypothesis is that all orientations covariate positively with export performance. However, an alternative hypothesis regarding customer relations is propounded (negative impact on performance). Design/methodology/approach – Regression‐based techniques are used. Findings – The results support the hypotheses that export performance increases with export commitment. Technology orientation correlates positively with export performance. On the other hand, the much venerated customer orientation shows negative correlation with export performance. Originality/value – This paper argues that customer orientation may turn into what might be called customer obsession, without due attention to cost consequences and strategic orientation. Also, too much customer orientation may lead the firm away from its ability to innovate, leaving the company behind its competitors in the longer term. The interaction between customer and technology orientation gave no effect.

Journal

Baltic Journal of ManagementEmerald Publishing

Published: Jan 12, 2010

Keywords: Norway; Communication technologies; Companies; Exports; Customer relations; Management strategy

References

  • Customer power, strategic investment and the failure of leading firms
    Christensen, C.M.; Bower, J.L.
  • Innovative capability and export performance of Chinese firms
    Guan, J.; Ma, N.
  • The effect of market orientation on business profitability
    Narver, J.C.; Slater, S.F.
  • Conceptualizing innovation orientation: a framework for study and integration of innovation research
    Siguaw, J.P.; Simpson, P.M.; Enz, C.A.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off